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Naked Juice Asks Consumers to Bare All

Social engagement and an eco-adventure serve as enticements.

October 7, 2010, 08:00 pm

Superpremium beverage maker Naked Juice’s recently launched national campaign, “The Naked Truth,” ties its own “naked” offering of all-natural ingredients to a call to fans of their drinks to reveal their own personal truths at Facebook.com/nakedjuice. In turn, those revelations will be simultaneously streamed live into headlines as part of the digital campaign appearing on sites such as care2.com, Glam.com and uncrate.com.

“Truth is, at Naked Juice, we use only 100 percent fruit and vegetable juice to make our juices and juice smoothies. We never add sugar or water — we keep it honest and real,” noted Brad Armistead, director of marketing at the Monrovia, Calif.-based company. “Because our fans are at the heart of everything we do, it was only natural to bring them into our campaign by inviting them to share their own Naked Truths.”

Besides submitting their stories, consumers can visit Naked Juice’s Facebook page to share with friends, vote for their favorite confession and enter to win an eco-adventure trip for four to the rainforest in Costa Rica, the source of many sustainably harvested fruits used in the brand’s beverages. The trip will be hosted in partnership with international nonprofit Rainforest Alliance, which works to ensure sustainable livelihoods for people while helping to conserve wildlife and the environment. Naked Juice began a partnership with the organization last year to procure its bananas, which are now featured in over 80 percent of the company’s products.

Naked Juice’s other sustainability efforts include a state-of-the-art production facility that has garnered Leadership in Energy and Environmental Design (LEED) certification and the transition to 100 percent post-consumer recycled material for its packaging. Known as the reNEWabottle and first unveiled in 2009 for Naked Juice’s 32-ounce bottles, the new container will be available at retail by Earth Day 2011 for all of the brand’s 10-ounce., 15.2-ounce and 64-ounce beverages. The introduction of the 32-ounce bottle last year made Naked Juice the first nationally distributed beverage to offer such packaging.

Additionally, the Naked Truth ad campaign — its first national effort — is appearing in Fitness, Rolling Stone, Entertainment Weekly, Men's Health, Shape, Outside, Whole Living and National Geographic Traveler, as well as various online outlets. Brand ambassadors are also heading out to more than 200 colleges across the United States to spread the promotional message and urge students to fess up.